// startup autopsy
Shotang
India's B2B FMCG marketplace that couldn't survive the Udaan avalanche.
unit economicsSlow Death
Years-long decline before final shutdown
| Founded | 2015 |
|---|---|
| Closed | 2022 |
| Country | India |
| Sector | Marketplace |
| Founder | Abhijeet Anand |
// the model, blind
Evaluating only Shotang’s profile at its peak — without knowing the outcome — the model ranked Competition as the #1 likely cause. Documented cause: Unit economics.
Key Events Timeline
FOUNDING
Shotang founded in Bengaluru to digitize FMCG distribution supply chain for small retailers.
FUNDING
Raised Series A from Accel and other investors, reaching approximately $10M total funding.
PIVOT
Attempted pivot to SaaS model for distributors as marketplace margins proved unsustainable against Udaan's deep pockets.
SHUTDOWN
Operations ceased, ~200 employees laid off as new funding round failed to close amid investor skepticism about B2B FMCG unit economics.